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Eric Church appears to be ready to put a “Drink In My Hand.”
The country hitmaker revealed that he’s creating a new whiskey brand, per an announcement on Tuesday morning (May 2). Church posted a reel on Instagram set to his 2021 Heart & Soul anthem, “Heart On Fire.” He wrote in his caption: “We've had the opportunity to create a whiskey from start to finish that celebrates taking chances and doing things the unconventional way. Through this creative spirit, we're proud to announce to you [Whiskey JYPSI].”
Whiskey JYPSI notes that its first release, Legacy Batch 001, “is based on a traditional bourbon mash bill. But instead of blending the grains before fermentation, Whiskey JYPSI lives up to its name – sourcing individual and aged components from various origins and ultimately blending them to recreate our version of the mash bill.”
Church’s announcement comes after a few mysterious Instagram posts, including a photo of a barrel that he simply captioned, “Tradition Reimagined.” He also posted a vague caption on Monday (May 1), writing only, “Lives are made for chances,” with the following day’s date. The black-and-white image had many fans guessing whether Church would announce new music or a tour. See Church’s post about Whiskey JYPSI here: